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Case
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Reference no. 9-508-S18
Spanish language
Subject category: Marketing
Authors: Frank V Cespedes
Published by: Harvard Business Publishing
Originally published in: 1985
Version: 25 June 1993
Revision date: 26-Apr-2019

Abstract

This is a Spanish version. In June, 1984, a vice president at Turner Construction Company must decide whether to approve a construction project being considered by one of Turner's territorial offices and how to manage that territory general manager's apparent reluctance to pursue another account that has important strategic value for Turner. A key issue is the appropriate marketing organization for the firm: Turner is highly decentralized geographically (in order to maximize operating efficiencies and presence in local markets), but buying behavior in some important market segments is increasingly national and centralized. The case also provides much information about the selling process and account / project management tasks in the general contracting business.
Location:
Industry:
Size:
USD80 million sales
Other setting(s):
1983-1984

About

Abstract

This is a Spanish version. In June, 1984, a vice president at Turner Construction Company must decide whether to approve a construction project being considered by one of Turner's territorial offices and how to manage that territory general manager's apparent reluctance to pursue another account that has important strategic value for Turner. A key issue is the appropriate marketing organization for the firm: Turner is highly decentralized geographically (in order to maximize operating efficiencies and presence in local markets), but buying behavior in some important market segments is increasingly national and centralized. The case also provides much information about the selling process and account / project management tasks in the general contracting business.

Settings

Location:
Industry:
Size:
USD80 million sales
Other setting(s):
1983-1984

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